49: How Can DMOs Stand Out in Meetings Marketing? (Joe Heller)

In this episode of Destination Discourse, Stuart and Adam sit down with Joe Heller, CMO of Discover Philadelphia, to tackle one of the biggest challenges facing DMOs today: how to break through the sea of sameness in meetings and conventions marketing.


The conversation explores why traditional advertising often falls flat in the B2B space and how destinations can shift toward disruptive promotions and attention-grabbing tactics that make a lasting impression on meeting planners and attendees alike.


Joe shares how Philadelphia approaches meetings and conventions with creative strategies—from airport takeovers to cheesesteak giveaways—and how DMOs can borrow lessons from SaaS companies to nurture leads and build stronger planner relationships. Stuart and Adam add their own experiences, from Myrtle Beach’s pickleball tournaments at trade shows to the power of AI tools that personalize outreach at scale.


Key takeaways include:

• Why attention is more valuable than awareness in B2B marketing.
  
  
• How DMOs can use disruptive promotions to stand out at trade shows.
  
  
• The growing role of DMOs in filling attendance once an event is booked.
  
  
• What destinations can learn from SaaS lead-nurturing strategies.
  
  
• Why sales and marketing alignment is critical for winning and retaining events.
  
  

If you’ve ever wondered how to make your destination stand out in the competitive meetings market, this episode offers practical ideas, candid examples, and fresh ways to rethink B2B marketing.


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